From Adweek · Brittaney Kiefer · · 1m 30s
Simon bets big on the mall as a meeting place
America's largest mall owner is spending big to sell togetherness, and the numbers say the timing is right.
In brief
America's largest mall owner is spending big to sell togetherness, and the numbers say the timing is right. Simon is putting its corporate name behind the feeling of showing up in person, betting that real-world connection is the product now, not just the shopping. Originally reported by Adweek.
Simon goes national
Simon, the biggest mall owner in the U.S., launched one of its largest campaigns ever. The goal is to reframe malls as places people gather, and get shoppers back through the doors.
One platform, 200+ properties
"It's a Simon Thing" was built in-house as a long-term platform covering more than 200 malls and premium outlets plus online shopping, not just the mall business.
“We needed a platform to tell a broad story, not just about the mall but for all of our other [properties].”
A nostalgic song with a TikTok life
The launch film runs on "Sweet Disposition" from 2008, picked because it carries nostalgia and is popular on TikTok right now. The montage shows everyday moments across ages.
“We've grown up here, fallen in love here, figured ourselves out here.”
Real people, no studio
The ad features 14 Simon destinations around the country with real shoppers from different generations. Nothing was shot on a soundstage.
“We chose not to shoot in a studio environment, to showcase authentic experiences and environments.”
Wider than the Gen Z push
It follows 2024's "Meet Me at the Mall," which aimed at Gen Z. Similar spend, but now multi-generational, across TV, cinema, digital, Instagram, TikTok, and YouTube, plus creators.
The money backs the mood
Mall property values are up 13% year over year, per Green Street. Simon's Q2 revenue rose 19.5% to $1.79 billion, and its shares topped their 2016 record in July.
At a glance
Simon is putting its corporate name behind the feeling of showing up in person, betting that real-world connection is the product now, not just the shopping.
